Titan eyes leadership in lab-made diamonds

TATA GROUP FIRM Titan is aiming for the 'pole position' in the lab-grown diamond (LGD) category with its brand beYon, MD Ajoy Chawla said in an investor call on Wednesday.

- VIVEAT SUSAN PINTO

The company, best known for brands such as Tanishq, Mia and Zoya, had announced last week that it was entering the LGD space with beYon at a time when consumption in the segment has grown on the back of falling prices.

"In beYon, we are playing to win," Chawla, who took over as Titan MD on January 1, told analysts."We aim to be in the pole position in lab-grown diamonds," he said, adding that the company would take cues from its gold and studded jewellery playbook for beYon.

Chawla, who was earlier CEO of Titan's jewellery division, also added that the company would not restrict itself to top metro cities in terms of store launches but was looking to go beyond into tier-2 and 3 markets.